MATERIAL HANDLING EQUIPMENT

INDUSTRY IN INDIA


J une 2010

Report by the Indo-Italian Chamber of Commerce & Industry






Material Handling Equipment Industry in India
Introduction
According to Construction World update, it has been projected that the present 1.6 billion
construction equipment industry in India is expected to touch about 10.3 billion. While the
current size is just a fraction of the world market, it has been growing between 10-15 %
compared to the global growth of around 5%. India is one among the top 10 markets for
construction equipment and is one of the key international markets. The prospects of the
construction equipment industry look attractive with a projected investment of 212.5 billion in
the infrastructure sector over the next few years. The Indian market is catered by about 200
domestic manufacturers (small, medium & large).

Material Handling Equipments Sector
The demand of construction and material equipment is correlated with the growth of
Infrastructure sector. India still needs to develop it in a big way. There is substantial scope for
the growth of the infrastructure sector viz., Roads, Steel, Coal, Cement, Power etc.
The continuing investments in these sectors will support demand of these products. Also, with
increased need of mechanisation and shrinking timelines of infrastructures projects, the
demand for equipments should see a definitive upward trend. The demand is largely from F&B,
retail and automobile sectors. Palletisation and containerisation are also expected to increase
demand. Although, it may be worthwhile to note that the global recession and slowdown in
India as well as the rise in input prices may act as major threat to this sector.

Market Size and Segmentation
The present market size is estimated to be around 300 million. The table below explains the
different material handling equipment and their market share. The material handling equipment
is dominated by cranes and forklifts. Pick and carry cranes is the largest segment with 27 %
share of the material handling equipment market. Slew cranes, crawler cranes and tower
cranes together account for another 24 percent. Forklifts have 12 percent share.

Material Handling Equipment Market Share/Total Market Size ~ 300 million
Pick-n-Carry Cranes 27%
Forklifts 12%
Slew Cranes 11%
Crawler Cranes 8%
Tower Cranes 5%
Others 37%
Source: IBEF





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Material Handling Equipment Industry in India
Major Players in the Material Handling Equipment Sector:
Godrej & Boyce Mfg. Co.
Mcnally Bharat Energy Co.
Mukand Ltd.
Escorts Ltd.
Ahluwalia Contracts [India] Ltd.
Saico Engineers & Fabricators Ltd.
Elecon Engineering Co.
ElectroMech
ACE
OMEGA
Voltas
TIL
TELCON

Pick & Carry Cranes
Some of the typical uses include loading, unloading, moving, shifting and erecting material. The
pick-n-carry crane segment in India has an estimated market size of 57.76 million (3698
units), and these cranes comprise 27 % of the overall material handling market and over 50 %
of the cranes market. The market has grown at a CAGR of 72 % in volume terms in the last 3
years. Going forward, the growth rate is expected to be in the range of 15-20 % over the next
few years. The key drivers are the construction and industrial sectors. Within the construction
sector the key demand driver is urban infrastructure (expected investment growth of 13 %
annually).

Within industrial applications, the key demand drivers are steel and power industries
(growing at around 9 % annually). The major players in this segment are ECEL and Actions
Construction Equipment (ACE). While ECEL has been the traditional leader in this segment,
ACE has been gaining share. A third player Omega has been able to capture 2.5 % of the
market within one year of commencing production. The barriers of entry in this segment are
low. The first movers have the added advantage of established sales, service and distribution
network along with an existing component supplier.

Other Cranes
Other cranes consist of slew cranes, crawler cranes and tower cranes. These are higher value,
more sophisticated cranes than pick-n-carry cranes and are typically used for heavier duty
work. The market for slew cranes is about 23.24 million (300 numbers) with about 8.6
million (180 numbers) of this being accounted for by imported used equipment.
Within slew cranes, yard cranes are the most prominent, comprising 65 % of all new slew
cranes. The crawler cranes market is about 16.6 million (210 numbers) with imported used
cranes comprising about 6.3 million (110 numbers). Tower cranes are about 10.35 million
(175 numbers). In volume terms other cranes comprise about 16 % of the overall cranes
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Material Handling Equipment Industry in India
market in India, but in value terms these cranes account for almost 47 % of the market. While
slew cranes have witnessed a CAGR of 34 % over the last 2 years, tower cranes have grown
at 71 % CAGR in the same period. Industry sources indicate a growth rate of between 15-20 %
over the next few years.

Demand for other cranes is driven primarily by the construction and industrial sectors.
Within industrial applications, the key demand drivers going forward are likely to be the power,
refinery and mining sectors. With increasing average scale of infrastructure and construction
projects, the growth rate of slew (specifically yard/rough terrain) and tower cranes is likely to
surpass the average growth rate of the overall cranes segment. With improved road networks
by 2010, demand for truck mounted cranes may also witness a spike. In the slew cranes
segment, used imports dominate the market, with Tractors India Limited (TIL) being the market
largest domestic player. TIL and ECEL have a market share of around 32 % and 6 % in terms
of volumes. Telcon is the sole player in the crawler cranes segment with a share of
approximately 50 % by volume (balance is accounted for by used imports). Shirke Potain is the
market leader in the Tower crane category with 50 % market share followed by ACE at 25 %
market share.
ACE plans to widen its product portfolio in the cranes segment through manufacture of Truck
Mounted and Tower cranes. Electromech will ramp up the production of cranes at its Pune
plant in order to increase its market share from 10% to 25% in the next three years.

Forklifts
Forklifts are low tonnage vehicles used to transport materials stored in pallets, within limited
spaces. Most forklifts are in the 1 tonne5 tonnes range, though equipment up to 20 tonnes are
available. The flexibility and speed these equipment offer make them ideal for repetitive
material handling tasks especially in restricted areas like warehouses and yards.
There are 3 types of forklifts based on fuel input - Diesel, Liquefied Petroleum Gas (LPG) and
Battery. Each variant finds application in different industries based on the load factor
determined by the power inputs, pollution etc.












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Material Handling Equipment Industry in India
The current market is approximately of 2150 units per annum for forklifts with a market size of
approximately 25.23 million. The segment has been on a 20 % growth trajectory year-on-year
and is estimated to grow at a CAGR between 10-20 %. Diesel powered forklifts comprise a bulk
of the market size at 83 % and are likely to drive growth going forward. Demand for forklifts will
be driven primarily by new capacity creation and increased automation in the manufacturing
and logistics (warehousing) sectors. Forklifts contribute to making the end user industry
organised and less labour intensive (in material handling). It has also increased the levels of
palletisation and containerisation. Godrej and Voltas are the two major players having around
80 % market share, with Godrej having 48 % share. The forklifts market is highly price
sensitive. Technology is presently not seen as a differentiator, but with the end user industries
becoming more organised and competitive, it would become increasingly important.

Key Material Handling Equipments
Statistics 2006-2007

Exports Quantity 3,885 units
Export Value 15.27 million
Imports Quantity 1.8 billion
Imports Value 136 million
Sales Value 214 million
Market Size ( Value) 350 million
Domestic Consumption (Value) 335 million
Source: CMIE (Centre for monitoring indian economy pvt ltd)

Opportunities in the Sector:
The construction equipment industry is primarily driven by two key sectors: Construction and
Manufacturing

CONSTRUCTION INVESTMENT
As of 2009, the Indian construction industry, at current prices, contributed more than US$ 91
billion to the countrys gross domestic product (GDP). It employs more than 18 million people.
Construction investments accounted for 11 % of GDP and 50 per cent of gross fixed capital
formation. Construction activity has grown at 11 % over the period 2006 to 2009. Construction
equipment accounts for around 524 % of the total cost incurred in any construction project.
Increasing mechanisation of industry and construction facilitates greater penetration of
construction equipment. Recent Government policies around tax benefits for infrastructure
ventures have boosted equipment usage.

Ports: the projected investment for improving major and minor ports in India is around
11.95 billion over the next four to six years. A major portion of the investment for improving
the major ports is expected to come from private players. Privatisation has been regarded
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Material Handling Equipment Industry in India
as one of the key avenues for increasing investments in this segment. Another pertinent
factor is the expected growth in the cargo handled at all Indian ports, which is expected to
grow at a CAGR of 8 %. These developments would drive demand for material handling
equipment such as cranes for handling cargo and construction equipment for
infrastructure development in the ports.

Railways: the investment in this segment is expected to be focused on relaying of tracks
and improving the existing network. The Government has awarded 544.4 billion of
projects to private firms.

MANUFACTURING SECTOR INVESTMENT
The index of industrial production has displayed healthy growth trend. Indias industrial GDP
has grown at a CAGR of 12.6 % over the last five years. The industrial sector is a primary
demand driver for material handling equipment.

Steel: Steel majors in India have undertaken large capacity expansion projects with an
expected outlay of 10.22 billon. The industry is estimated to grow at 9-10 % over the next
5 years. The production and consumption have experienced steady growth over the period
considered.

Power: Investment to the tune of about 64 billon is expected in Indias power sector in
the next 10 years, for adding generation capacity. The installed capacity in India is
projected to grow to 212,000 MW by 2012 as against current level of 115,000 MW. This
translates to a growth of 86 % over a period of 7 years, or a CAGR of 9.3 %.

Refineries: Indias refining throughput as also oil consumption is expected to chart out a
steady growth path. It is expected to reach approximately 187 million tonnes by 2010.
The estimated throughput growth is at 10 % over 2006-10.

Engineering /Automobiles /Food & Beverages: An estimated 45.14 billion is projected
for capital investment for the engineering industry in India, over key manufacturing sectors
such as automobiles and food & beverages. In turn, this would drive demand for material
handling equipment in the new capacities coming up. Diesel forklifts find particular
application in the automobile industry which has been growing at close to 15 %. The total
automobile production is set to cross 10 million units. Estimated CAGR for key segments is
15-18 % with an overall outlook for the future pegged at 16 %. LPG forklifts find particular
application in food & beverages industry. Led by processed foods, wine, ice cream and
edible oil, the 53.12 billion food and beverages industry registered an 8.5 % growth
during the 2005-06 fiscal.

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Material Handling Equipment Industry in India
Retail: Exponential growth and emerging competition in organized retail in India is
expected to drive the organised logistics and warehousing industries. Indias
organised chain store retail is at the inflection point. The estimated potential market size is
39.83 billion by 2015 implying a CAGR of 32 % over next 10 years. This would drive the
construction of new stores, in turn leading to demand for construction equipment.
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